What Does Your Brand Stand For?
Often businesses struggle to define not so much what they do but how they are different. If you can’t define how you are different than your potential customers will defer to price or simply buy from someone they already have a relationship with.
Ultimately, you want to establish a relationship that is built from trust, but that begins with building awareness of your brand and that means identifying your core marketing message.
We all have competitors in business and to gain a competitive advantage your goal with marketing starts with deciding how you are different. Now your differentiator must be something that your ideal target customer finds value in, and not being cute or different without any value.
To best illustrate here is a brand that does a great job with their core marketing message.
The company is a mattress company called Nectar Mattress. Here is their simple marketing statement:
THE NECTAR MATTRESS – A better mattress for a better price.
KEY DIFFERENTIATORS
You want to dig in and find the one special way of doing things that your customers truly value. What’s going on in your industry that frustrates people, or how to turn the way people have always done some something into a new opportunity or innovation by you?
In this example Nectar Mattress offers an astonishing trial, warranty and tie it in a bow with free shipping, so they are telling you there is no risk in buying from them.
WHAT DOES THE BRAND REALLY SELL?
In this example, Nectar Mattress sells comfort, so in this graphic they describe all the ways that their mattress provides you comfort.
COMPARISON
On the website they have a page titled COMPARE which offers a comparison of similar brand and types so you are comparing apples to apples. This is smart because by showing the clear points of difference they have taken price out of the equation and compare features that would be important to their ideal customer.
TESTIMONIALS AND REVIEWS
Third party reviews often seal the deal for many buyers. We care about the opinions of others who have purchased from someone we may be considering. You notice as a consumer reviews are used heavily online to guide the buying decision. Amazon is a great example of a company who encourages reviews and how many of us can admit we made a purchase based on the reviews?
HOW IS YOUR BRAND PERCEIVED?
Identifying your core marketing message is a task that should involve everyone in your company. Everything your company does should revolve around your key messaging and that includes how everyone in your company communicates the brand along with the problem your brand solves.
• Define your key points of difference
• What does your brand really sell?
• Compare and contrast benefits not related to price
• Listen to the reviews carefully for how happy customers describe your product or service
Check out Nectar Mattress at: https://www.nectarsleep.com/
Do you have a brand you love and that does a great job with their messaging? Please share it with me in the comments below.
